**Suggest a topic or guest by filling out the form https://bit.ly/3MNtPzl, or emailing [email protected] to drop Dan and Dara a message directly.**

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Quote of the episode from Dan: "Time and time again, we get people with Universal Analytics and they're using their data and just assume it's complete, without realising their cookie banner is not tracking a bunch of stuff when people don't accept the cookie to be set."

Quote of the episode from Dara: "People who are desperately trying to get upskilled on GA4 then have to explain GA4 to the wider business, who maybe still don't really fully understand Universal Analytics."

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This week Dan and Dara reflect on the current state of play with Google Analytics 4 (GA4), with migrations being a hot topic at the moment for Measurelab. But they try to also look beyond purely the migrations, and discuss what they think might be coming around the corner for GA4 - especially when Universal Analytics (UA) is turned off in July 2023.

Since the recording of this episode, news about a new US-EU data transer agreement has come out and more information is expected to be shared next week! - https://politi.co/3fsRVo7.

Denmark's Danish Data Protection Agency ruling on the legality of GA (Universal and GA4) - https://bit.ly/3fqOZYX.

In other news, Dan finally gets through all the weddings and Dara tidies his office (and goes to a gig)!

Follow Measurelab on LinkedIn - https://bit.ly/3Ka513y.

Intro music composed by the amazing Confidential - https://spoti.fi/3JnEdg6.

If you're like what we're doing here, please show some support and leave a rating on Apple, Spotify, or wherever really.

The post #54 The current state of play with GA4 appeared first on Measurelab.